You know the image. Three people in an impossibly clean office. Someone is holding a Post-it note. Everyone is delighted about whatever is happening on that whiteboard.

Nothing screams “authentic organisation” quite like it.

It’s a familiar scene in corporate photography, but does it really say anything meaningful about the business behind it?

According to Oxygen, photography and imagery play a significant role in shaping how a brand is perceived, yet they’re often treated as an afterthought rather than an essential part of brand identity.

It’s Not Just What You Show, It’s How You Show It

Most businesses spend considerable time thinking about their logos, colours, fonts and messaging. But the photography accompanying those elements can be just as influential in creating a distinctive and recognisable brand.

The key is to move beyond simply choosing images that illustrate a particular subject and start considering how those images communicate the organisation’s personality.

For example, a business might establish a consistent photographic approach by:

• Choosing candid moments rather than carefully posed photographs.
• Capturing people genuinely engaged in their work instead of looking directly at the camera.
• Using natural light to create a more authentic atmosphere.
• Experimenting with unusual crops, angles or perspectives.
• Developing a recognisable visual style that reflects the organisation’s character.

Individually, these might seem like small creative decisions. Together, they help establish a consistent visual identity.

The Logo Test

Oxygen suggests a simple exercise that every business can try.

Gather a selection of photographs from your website, social media channels and marketing materials. Then remove the logos and any other obvious branding.

Would someone still recognise those images as belonging to your business?

If the answer is no, there may be an opportunity to develop a more distinctive approach to photography.

A strong visual identity should extend beyond the logo. The style, composition and character of your imagery should all contribute to a recognisable brand experience.

Authenticity Makes the Difference

In a world saturated with generic stock photography and increasingly polished visual content, authenticity can be a powerful differentiator.

Customers, employees and prospective recruits want to understand the people, culture and personality behind an organisation.

Showing real people doing real work, in environments that genuinely reflect the business, can communicate far more than another perfectly staged meeting around a whiteboard.

The message from Oxygen is simple: stop treating photography as decoration and start treating it as part of your brand strategy.

And perhaps, once and for all, put down that Post-it note.